Ứng dụng giải pháp eCRM cho bộ phận tiếp thị bán hàng ngân hàng thương mại cổ phần công thương việt nam

ỨNG DỤNG GIẢI PHÁP ECRM CHO BỘ PHẬN TIẾP THỊ-BÁN HÀNG NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN CÔNG THƯƠNG VIỆT NAM VIETINBANK - CHI NHÁNH NINH BÌNH Topic: Applications eCRM solutions for Marketing-

ỨNG DỤNG GIẢI PHÁP ECRM CHO BỘ PHẬN TIẾP THỊ-BÁN HÀNG NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN CÔNG

THƯƠNG VIỆT NAM (VIETINBANK) - CHI NHÁNH NINH BÌNH

Topic: Applications eCRM solutions for Marketing-Sales Department

Vietnam Joint Stock Commercial Bank For Industry and Trade

(Vietinbank) – Ninh Binh Branch

I Introduction:

Vietinbank Ninh Binh was established by decision No 195/QD-NHNN dated 31/12/1995 by State Bank of Vietnam on the basis of partial separation from the Agricultural Bank and State Bank of Ninh Binh and belong to Vietnam Joint Stock Comercial Bank system

After nearly 20 years of development and growth, Vietinbank Ninh Binh is now one

of the largest banks in the province of Ninh Binh with a share outstanding 5,100 billion

-up nearly 20%, capital 4.006 billion - accounting rate of 18% and customer numbers approximately 30,000 customers (loans, deposits, cards .) is currently trading at Vietinbank Ninh Binh branch

- Fullname: Vietnam Joint Stock Commercial Bank For Industry and Trade – Ninh Binh Branch

- Logo:

- Address: No 951, Tran Hung Dao Street, Van Giang Ward, Ninh Binh City

- Tel: (+030) 3872 614 Fax: (+030) 3872 678

- Lines of bussiness:

o Currency trading

o Business services related to financial

- Organization Chart:

Board of Directors

II Situation analysis of IT applications:

Vietinbank Ninh Binh is a branch of Vietinbank system in the province of Ninh Binh, business-oriented trade Vietinbank, under the supervision of the administrative side

of the state central bank branch in the province of Ninh Binh

Although in recent years, Vietinbank had a lot of interest to IT investment as projects change the lending process - LOS, management information system - MIS, especially core banking replacement project started activities from January 10/2012

However, in the branch of Vietinbank new IT applications only apply in certain departments, such as business lending, customer transactions, internal accounting or a module for the HR department, salary often these applications are relatively independent so interactive is not high, leading to effectively serve job sometimes not responding promptly

• Status of Information Technology Applications in Marketing & Sales Department:

With more than 30,000 customers current units are managed centrally in a database system Vietinbank (online) and as a branch in the excel file (offline) Thus the capacity to access customer information is sometimes very difficult and not timely

The process of retrieval of customer information, currently:

- Only performed at the unit via LAN,

WAN system

- Through trading software, not the

customer management software

- To do a search through the information on the file format excel personal computer

- Due to manually search should take a long time, the information is not selective

-Not active in interacting with customers

-Do not get timely feedback from customers.

Obviously with the current status of IT application in room Marking & Sales as at present, the management, seeking access customer information and improve especially active in counseling, referral, sales and work customer care after the sale is very limited

To enhance these activities in order to ensure the competitiveness of banks in the area of the present time, a much-needed breakthrough solutions, helping customer relations staff

as quickly as possible, in the most efficient approach, consulting, sales and customer care after the sale, and creating a communication channel for receiving feedback from our customers as quickly as possible

III Application solution for information technology system

• Benefits from attracting and maintaining customer value::

- The cost to find one new customer is always higher than the cost to keep one old customers from 5 to 15 times

- 80% of revenues or profits of an enterprise often by 20% of customers generate regular (principles 80-20)

- If you keep adding approximately 5% of customers stay with the company, the company may further increase from 25% to 100% depending on industry profits, depending on the field

- 70% of customers would remain loyal to the company if their complaint is resolved satisfactorily

Thus the goal of the administration is:

- Build loyalty with customers

- Determine a reasonable cost for finding target customers

- Evaluate the profit earned from customer groups

The problem here is how to achieve the objectives as outlined above Today CRM

is mentioned a lot as a way to help administrators implement such goals So What is CRM?

• The concept of CRM: CRM stands from custumer Relationship Management,

which means customer relationship management Customer Relationship Management is

a business strategy aimed at finding, selecting and maintaining relationships with your most valuable customers CRM focus and the process of marketing, sales, service and production processes according to customer needs in order to serve our customers best

In general, the CRM system in order to detect potential objects, turning them into customers and then keep these customers to your company CRM would say such a

synthesis of techniques from marketing to manage two-way communication with customers, as well as a lot of analysis tools on the behavior of each segment to the shopping behavior of each customers

• However, the application of IT to business direction is not just a CRM eCRM CRM and eCRM so different how?

Criteria for

distinguishing

technology

Contact customer

-Through branch, transaction point, phone, fax

-Using the Internet environment, the wireless technology

System interface

-Using automation software within the bank

-Emphasis on data management

-Pay attention to the system interacts with its customers -The client's request will automatically save the information into the data warehouse

Computer system

customers

Customers must install the software or use other devices

There are no requirements for customers using browsers

Serving customer

requirements

Be done in the time prescribed and over the counter transactions

Serving requests at any time, any place Customers can customize their requirements The online application

The system uses internal design is based on the work and functions of the product

System for customers to use, designed based on customer needs

System maintenance

It takes more time to participate maintenance for existing systems in different locations

-Reduce time and costs

-Implementation and maintenance can take place at a location and on a server

• Goals after eCRM application for Marketing & Sales: Access to customer

information, the ability to interact with customers ensure availability at the highest level.

Anytime Anywhere

AnyDevice

• Appropriate applications of information technology:

Currently on the market there are about 50 companies that provide solutions to manage customer relationships are different, though this solution offers users the basic functions of an eCRM system After the survey, assess and understand the product provider, two providers of highly regarded products online CRM, which is: SugarCRM and GenCRM

SugarCRM with the first version was launched in 2004 by John Roberts, Clint Oram and Jacob Taylor, SugarCRM has become a de facto standard for open source CRM solution available today CRM application written in PHP, working with databases MySQL, SQL Server or Oracle, this diversity has major support data storage needs of different businesses and facilitates ease of convert data when deploying solutions

GenCRM was born from Gen Technology Corporation in 2009, this is a pure Vietnamese CRM solution, built on the Web with PHP language and MySQL database

- Comparison of characteristics between SugarCRM and GenCRM:

-No need to install and update -Access speed is an issue

Interface: Web Form

SugarCRM

GenCRM

the software scaling

-Data stored on a remote server, not dependent on the client

-Easier to create a version with integrated phone and web services, you can deploy cloud computing technology

-Web application development is

a trend

because depending on the provider, must require large bandwidth

-The remote server may be damaged, leak, lose personal information, risk data network security problems

-Compatible with all web browsers: IE, Firefox, Chrome,

Free copyright

SugarCRM

GenCRM

-The investment costs for the system are reduced (approximately 16% royalties)

-Are free, easy to update, edit and optimize by the community

-Ability highly customizable, integrated CRM helps to easily match the workflow of each company

Regular updates to patches lead to costly maintenance, installation

- The basic features:

Customer

Management:

-Allows storage of customer information and customer classifications according to various criteria (target customers, contacts )

-Can perform actions add, delete, edit customer information, serving various stages of the sales process

-Manage customer information including potential clients, contacts and actual customers

-When potential customers, the transaction is automatically transferred to the customer This will reduce the user's actions, in automated business processes

Program

management, new

Allows users to implement new programs, evaluate the results of

Lets make the service function deployment

implementing process of new products, to

track implementation progress, the completion

Management

activities (phone calls,

email, calendar )

Supports a variety of activities related to business issues, customer care (call, email, calendar management )

To provide users more new jobs, but no job classification as SugarCRM

Search

This is a strong point of SugarCRM Besides local search, the advanced search is well supported Allows users to search requests, according to different criteria

Support local search and advanced search, an advanced search however is somewhat limited, allowing only advanced search for some particular data

IV IT Applications and plan action programs:

1 The IT Planning applications 5 year period 2014-2019:

1 eCRM Research and Development Year 1: 2014-2015

2 Deploy, and put to use eCRM Year 2: 2015-2016

3 Evaluate, edit, complete eCRM

system Year 3: 2016-2017

4 Investment and DataCenter Server

system Period: 2017-2019

2 Programme of Action from 6/2014 to 6/2015::

time Responsibilities of Parties

1 Formulate policies and strategies

for clients

From 6/2014

to 9/2014

Maketing&Sales Dept Acc Dept

2 The real goal should be of

eCRM

From 9/2014

to 11/2014 Marketing&Sales Dept 3

Implement and maintain the

support of the leaders in

technology, training, recruitment

and Restructuring (if necessary)

From 11/2014

to 1/2015

Board of Directors

HR Dept Marketing & Sales Dept

4 Analysis of workflows to build

CRM processes

From 1/2015

to 3/2015 Marketing & Sales Dept

Selection of partners

implementing eCRM From 3/2015

to 6/2015

Board of Directors Acc Dept

Marketing&Sales Dept

References:

http://www.sugarcrm.com.vn

http:///www.vietinbank.vn